2013 Winners & Shortlists

The Brief

About 60% of BPG Group employees smoke during working hours. So how do we get them to quit this dangerous habit?

Creative Execution

An official memo was sent out supported by a series of posters, emailers and other collaterals pinned up at key touch points throughout the office premises to remind smokers that they had to work an extra hour. The campaign was later taken to social media and shared with all our partners and clients.

Describe the creative solution to the brief/objective.

People have been through the entire drill of Anti-smoking campaigns, commercials, posters, graphic images of disfigured throats, lungs and tongues etc. You name it. They’ve seen it. At best, it draws applause. The solution had to be disruptive. Literally. So what was the big idea? Simple. On average, each smoker spends one hour per day on cigarette breaks. With over 150 smokers, it adds up to approximately 37,500 wasted hours per year. So, we decided to have smokers work AN EXTRA HOUR every day to compensate for their smoke breaks.

Results

- The campaign was met with widespread flak, spawning hate mails at full throttle. - Almost 25% decline in smoking during working hours within a month. - The campaign quickly drew attentions of the online community, thus generating a vast amount of earned media. - The campaign was viewed, liked, unliked, liked again, tweeted, retweeted, blogged, pinned, repinned, commented etc. - Awaiting verdict on a proposal to the Health Authority, to make this campaign a mandate within public sector. - The ultimate success would be to have other organisations follow suit and implement this campaign to combat this deadly habit.